VINCE

Project Description:
Being inspired by a woman’s daily challenge to stay stylish while looking professional, I see Vince’s designs as having the ability to be the professional workwear that flows into weekend fun. Directing and producing this shoot for Vince, I create a compelling narrative that captures a woman’s effortless style throughout every facet of her day; from challenging workdays to vibrant weekend adventures.

This campaign redefines Vince’s advertising by introducing a moodier aesthetic and cooler color palette, opposite of their warmer tones and California design. While staying true to the brand’s core principles, I transform the signature warm California vibe into an East Coast ambiance inspired by New York City, the one that “never sleeps”.

In my role, I drive the entire creative process by setting the creative direction and refining the vision of the shoot. I conceptualize innovative shots, scout dynamic locations, and manage every aspect of production from model scouting and team coordination, to timeline adherence. By ensuring strict brand consistency and high-quality execution, I lead the campaign’s creative strategy to deliver an engaging and transformative experience.

Role(s): Art Director & Producer
Responsibilities: Producing, Art Direction, Creative Vision, Concept Design, Graphic Design, Project Management, Team Management, Location Scouting, Creative Strategy, Brand Consistency & Standards